JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.Abstract. Using a simplified form of the Von Neumann and Morgenstern poker calculations, the author explores the effect of hand volatility on bluffing strategy, and shows that one should never bluff in the first round of Texas Hold'Em.